MKTG 420
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Marketing Automation
Course Description
Sophisticated businesses use a variety of marketing technologies to send the right message to the right potential customer at the right time. Use these technical tools to execute sophisticated marketing plans throughout the customer journey.
When Taught
Winter
Fixed/Max
3
Title
Marketing Technology Stack
Learning Outcome
Identify, describe, and integrate the various components of the marketing technology stack, including CRM systems, content management systems, and advertising platforms, to effectively support marketing operations.
Title
Automated Marketing Campaigns
Learning Outcome
Design, build, and execute automated marketing workflows using tools such as email marketing platforms, customer journey automation, and lead scoring systems.
Title
Optimize Marketing Performance
Learning Outcome
Evaluate the effectiveness of marketing campaigns by using key performance indicators (KPIs), metrics, and attribution models, applying data-driven insights to optimize marketing automation strategies for better business outcomes.
